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White papers are long-form, informative, educational content pieces that often require in-depth research. In other words, drafting a white paper isn’t something you want your literature-major intern writing.


White paper audiences are already invested in learning more about your company, services, or products. They’re at the delicate stage where they want to know more, including the nitty-gritty statistics, details of case studies, and key figures.


When you’ve reached the stage that someone is reading your white paper, you’ve almost convinced them to move forward in a professional relationship with you—don’t risk losing them with a subpar white paper.


Marzullo & Associates created a white paper for Orion focused on how advisors can gain leverage in a digital world, which helped elevate them to thought-leader status in their niche.